| Abstract [eng] |
Hard-to-control human activities, economic development, growing population and accelerating urbanization are raising concerns about the future of the planet and its inhabitants. In order to start solving key environmental problems, it is necessary to promote sustainable food consumption behavior, especially among younger consumers - Generation Z (Kamenidou et al., 2017), who are starting to shape their food consumption behavior. Sustainable food consumption involves the conscious choice and environmentally sustainable consumption of food throughout the product cycle (Vermeir and Verbeke, 2008; Thogersen, 2017). An empirical study of the determinants of sustainable food consumption among Generation Z consumers provides insights into the context of sustainable food consumption, which may be important in shaping the sustainable food behaviour practices among Generation Z consumers. Research object: factors influencing consumer engagement into sustainable consumption. The aim of reseach is to theoretically justify and empirically verify the determinants of sustainable food consumption among Gen Z consumers. In order to reach the aim of this work, the following research objectives were set: 1. to uncover the relevance and issues of determinants of sustainable food consumption among Gen Z consumers; 2. to prepare a conceptual model of determinants of sustainable food consumption among Gen Z consumers ofter the justification of theoretical approach. 3. to base an empirical research methodology for identifying the factors that influence sustainable food consumption among Generation Z consumers, based on a prepared conceptual model. 4. conduct an empirical study and clarify which factors influence sustainable food consumption among Generation Z consumers. 5. after summerizing the research results, provide academic discussion, and recommendations for further research directions, as well as identify the limitations applied of the research findings. The methods used in research: comparative analysis and systematization method of the scientific literature, online survey, statistical analysis methods. The main results of the research. The results of the conducted empirical study reveal that all the identified factors determining the sustainable food consumption of generation Z consumers (environmental attitude, perceived behavioral effectiveness, perceived conditions for sustainable food consumption and the social environment influence) has positive impact towards sustainable food consumption among Gen Z consumers. The analysis reveals that internal factors are more influential than external factors. Gen Z consumers' environmental attitude and Gen Z consumers' perceived adequate conditions have the greatest influence towards sustainable food consumption among Gen Z consumers, while the perceived behavioral effectivness of Generation Z consumers has the least influence on the sustainable food consumption among these consumers. In addition, it is observed that women are more inclined to consume food sustainably than men, as well as more educated Gen Z consumers. In future research, it is suggested to study the entire age group of Gen Z consumers and apply more analysis methods. |
